After Choice Hotels joined the Dollar Thrifty Daily Dividends travel agent loyalty program in December 2008, the program saw a 54% boost in enrollment, and Choice saw the needle move on agent bookings, said Christine Chippendale, the company’s senior director of corporate travel industry.

The company had initially made only a nine-month commitment, but the program has exceeded expectations, Chippendale said. Choice has now signed up with the program through 2010.

On Sunday, she presented the first of what will be an annual Agent Excellence Award at TheTradeShow in Las Vegas to Cindy Kranyak of Crossmark Travel Center in Plano, Texas.

Agents who book Choice, Dollar or Thrifty receive points that accumulate until a threshold is crossed and the agent receives a $25 American Express gift card. In the first nine months of the program, Kranyak has received $2,000 in gift cards.

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